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Social Media Governance, Tools and Employee Certification


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Presentation on Dell’s experience with employee training, governance and tools, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here:

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Social Media Governance, Tools and Employee Certification

  1. 1. Social Media governance, tools andemployee certificationGøril MathisenSocial Media Ground Control@GorilatDell #SMWGovernance Global Marketing
  2. 2. Power of social media More than ever – a company’s CEO’s predict social media will brand is influenced by what become #2 way to engage with consumers are saying about the customers, pushing past websites and call centers.. (IBM CEO Study 2012) brand 25% of search results How companies 80% of consumers for the world’s top market, sell to and research products 20 largest brands are support their online every week links to user- customers is generated content (2012 Consumer Views of Live changing… Help Online, A Global (Socialnomics, ’09) Perspective, Oracle)2 21-Feb-13 Global Marketing
  3. 3. Decision making is changing• Approximately 72% of consumers trust online reviews as much as personal recommendations• 52% say that positive online reviews make them more likely to use a local business• 23% of US internet users under the age of 35, and 21% between the ages 35 and 49, would buy a brand because of a friend’s social endorsement3 21-Feb-13 Source: Altimeter 2012 Graphics: GapingVoid Global Marketing
  4. 4. Trust in sources for company information is alsochanging…4 21-Feb-13 Source: Edelman Trust Barometer, 2012 Global Marketing
  5. 5. Over six years of social media experience Altimeter March 2008 June 2009 Dell February 2007 recognized Dell Accepted Solutions Global Twitter with “Open namedFebruary 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing $6.5 M for Innovation andMichael Dell asked customers and others to Dell France begins Online May 2008 1 most Community Outreach Execution”Why don‖ we reach out and help t submit ideas for Dell. Dell Outlet achieved socialbloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 Social Media & July 2006 Direct2Dell Community June 2007 2009 University (SMaC U) launched Today Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched Spanish, Norwegian, Channel 5,000 team Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social blog December launched 2008 Members of end of year Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell‖ video and podcast site, with s DellShares deployed FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers Global Marketing
  6. 6. Listen, Learn, Engage & ActDell’s Social Media Listening Command Center 25,000 posts a day Global Marketing
  7. 7. How Social Media is embedded throughout Dell Product Marketing Online Presence Development • Demand Forecast • Ratings & Reviews• Feedback Loop • Lead Generation • Communities• Early Warning • Message Reach • Customer Stories• New Product Ideation Sales Customer Service Communication• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • Reputation Marketing Global
  8. 8. How companies organize for social media:• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabledSource: Survey of 140 Corporate Social Strategists, Altimeter Group, November 20108 21-Feb-13 Global Marketing
  9. 9. Training is critical for both risk mitigation & scaling engagement9 Confidential 21-Feb-13 Global Marketing
  10. 10. Must be transparent in company affiliation10 21-Feb-13 Global Marketing
  11. 11. Are your employees prepared?• Do your employees feel they can share exciting news about brand and company online?• What does that sharing look like?• What if they receive a online question from a friend asking them about a product from their company?• How are they prepared to respond?11 21-Feb-13 Global Marketing
  12. 12. Empowering employees: Social Media &Community University Policy Principles Governance Training & tools12 Confidential Global Marketing
  13. 13. Certification requirements:Course levels:• 101: Principles• 201: Dell’s Strategy• 301: Dell’s Brand Guidelines• 4XX: Platform Specific – Strategy & Best PracticesTo date: +7,5K employees trained andcertified to engage on behalf of Dell13 21-Feb-13 Global Marketing
  14. 14. 14 21-Feb-13 Global Marketing
  15. 15. Create actionable content Enables employees to engage based on various levels of participation High Proficiency Level Activity Content Creator Advanced Videos, Blogs, ContentParticipation levels Conversationalist Intermediate Micro blogging, conversations Listener Basic Listen, take insights into business Low 15 21-Feb-13 Global Marketing
  16. 16. Continuing the conversation & riding the bike… 16 21-Feb-13 Global Marketing
  17. 17. Our top ten SMaC University learning’s:# 1: Ground training in strategy and vision for team’s role in social media# 2: Make certification a requirement# 3: Goal to have employees activated# 4: Determine the required information that employees MUST KNOW inorder to be activated# 5: Mixed teaching style with lecture, dialogue, exercises and scenarios 17 21-Feb-13 Global Marketing
  18. 18. Our top ten SMaC University learning’s:# 6: Launch Training Ambassadors for global scale and regional relevance# 7: Launch with in-person to “be the social face” & address questions# 8: Evolve your training curriculum to include real time mistakes# 9:Myriad of tools to continue the conversation: SMaC U Chatter group,Videos, Adobe Connect# 10: Identify and reward the small courageous steps 18 21-Feb-13 Global Marketing
  19. 19. Customer connected employees are your companies rock stars…19 21-Feb-13 Global Marketing
  20. 20. Thank You! Q&A @GorilatDell #SMWGovernance20 21-Feb-13 Global Marketing